Beyond, a tech studio specializing in virtual fashion experiences, has introduced a unique collection of three hoodies that seamlessly blend physical and digital elements. The company, known for its work with fashion and luxury brands, leveraged immersive technologies and 3D avatars to digitally design and optimize the entire capsule collection, eliminating the need for physical samples.
The hoodies in the collection feature a QR code and NFC chip, enabling a virtual experience. When activated, the chip connects to Snapchat Lens, adding augmented reality (AR) elements to the real hoodie. The first physical iteration, labeled the Tech Hoodie, has been released as a limited edition with 100 units distributed to press, influencers, and fashion tech enthusiasts.
David Robustelli, founder and creative director of Beyond.Studio, expressed excitement about the unique project on LinkedIn. Sales for the next two hoodies are expected to begin in the second quarter of 2024, with pricing yet to be determined.
Snapchat has customized the virtual form of the hoodie to serve as a real-time virtual try-on (VTO) and digital marketing collateral. Campaign photos showcase the virtual hoodies in iconic locations worldwide, such as London’s Tower Bridge and Amsterdam’s Rijksmuseum. This innovative fusion of physical and digital elements marks a creative stride in the intersection of fashion and technology.